Cross Media Study - What institutional issues are raised in the case study?

Who are the key institutions involved in promoting the film and how are they involved?

The key institutions involved in promoting the film is the director Ben Drew, the studios who helped Ben Drew create the film 'BBC Films', 'Film London Microwave', and 'Aimimage', the distributor by 'Revolver Entertainment'. These institutions helped Ben Drew promote the film, as it was small budget film therefore it was signed onto Revolver Entertainment a film distribution company which promoted the film to 191 cinemas in the United Kingdom and Republic of Ireland. The 'Ill Manors' trailer was first introduced on 'The Guardian's website on May 3 2012, however the poster was published for the first time by 'Empire' magazine's website on May 8 2012, these promoted the film by airing on to famous media's which are intended to different target audiences. Furthermore the demographic audience for 'The Guardian' newspaper would be classes ABC1 audience as they are upper/lower middle class audience and would rather read broadsheet newspaper than a tabloid magazine. The psychographics audience would be intended to mainstreamer and succeeders mostly, moreover the film is getting a wider target audience which makes the film more recognizable. On the other hand and 'Empire' magazine I think would appeal to a younger audience who are film fanatics, who are interested in the film media side, as the magazine would have lots of images, quotes and less text than a 'Guardian' newspaper. The demographics and psychographics of a 'Empire' magazine would be I think C1C2D class audience as the upper working class audience would be more interested into business/money, and news. In addition the the 'Ill Manors' trailer, music video, behind the scenes videos, interviews etc. are mostly promoted and published through 'YouTube', synergy is used here to cross promote the product and attracting a wider audience as 'YouTube' is a world wide social network accessible nearly to everyone. Lastly the film is also promoted by social networking sites such as Twitter, Facebook  MySpace etc. also to attract a wide audience and to inform the audience about the film.

How do they use each platform to reach their target audience (now fragmented)?

The film is promoted to it's target audience through the three platforms print, E-media and broadcast. The print article I found below from 'The Observer' magazine is about the film Ill Manors, this magazine I think is targeted to a secondary audience such as the audience seen on the TEDx observer. This article gives the audience a chance to read and understand the narrative of the film, which informs them about the genre, characters etc in the film which is useful for them as it attracts them to watch the film. The demographics and psychographics of this film review are the secondary audience who are in classes BC1C2 audience the succeeders and explorers mainly.
                               http://www.guardian.co.uk/film/2012/jun/10/ill-manors-plan-b-review

This video from YouTube is the premiere were the characters talk about the film and their roles. It allows the audience to know a bit more about the characters interviewed and know who they are and know who they would be portrayed as in the film. This is an example of E-media as it is interactive and the audience are able to recognize the characters. Moreover the website makes the audience amused and to let them explore the options listed to make it more interactive so the audience do not get bored. The trailer, this is the Ill Manors trailer which is from ‘YouTube’ shown to the audience, I think this is useful to the audience as some of them do not know what the film is about therefore this would be significant to them as they could create an idea of what the film would be about exploring the genre, characters, music etc of the film. The use of synergy has been used as ‘YouTube’ is helping promote the film more worldwide to attract a wider audience. YouTube is a very popular website to watch any sorts of videos for entertainment, music, programmes etc therefore promoting the film trailer on ‘YouTube’ is an advantage for the film as it would get popular with audiences opinions about the trailer.

There are many broadcast media promoting the film such as the DVD blu ray, chat shows (Jonathan Ross show), music album, the film premier, television radio interviews, music festivals and many more. All these are promoting the film in a way to attract the audience to watch the film, by watching or hearing these interviews by television or radio and deciding weather it is a good film to watch or not. The DVD/blu ray are often promoted on the actual film website which offers you options of where to buy it from such as 'Amazon.com' or 'Play.com', this is synergy as the product is being promoted back and forth by companies such 'Amazon.com' and the films website. Chat shows are interactive and often about the background of an individual, for example the 'Jonathan Ross show' featured Plan B which is broadcasting on YouTube to watch by many viewers who like to watch 'Jonathan Ross' or maybe is interested in Plan B. The chat show only spoke about Plan B and his background and how he became famous during the years of his music which he is popular for, however they do mention about Plan B being a director which refers to the film, this attracts the audience and would want to know what work Plan B has been doing and want to make them see the film.

How do they use technological developments to provide new audience experiences?

Each platform is being effected and they are adapting to these issues and changes as it is modern technology that the audience would preferably use nowadays. There has become a huge development in technology which many people are now adapting to and would be used to now therefore they are more likely to use the latest technology that suits them best. For instant if the target audience wanted to watch the Jonathan Ross show that featured Plan B however they had missed the programs they would go on the internet to stream this program to watch it again, they wouldn't wait for it to come on television again as it would take a while therefore the internet is the answer to search more likely all the platforms.

The younger audience are well known to be using the world wide web as they are young and like to explore new things, however a older target audience would be interested too but would be busier to interact with social time and networks which a younger audience would have time to do. Furthermore websites such as 'Love Film' and 'Netflix' which promote the film and lets the audience watch the film at their own time and place.

Has internet piracy impacted on the construction/distribution of the film/DVD?

Internet piracy has impacted on the construction/distribution of many films in the industry for years which has become a huge disadvantage for the film industry. Internet piracy is illegal however many people still record film in cinemas which is sold to other people for a cheaper price as the quality of the film is poor, moreover it is a major advantage for the audience as the audience know what is going to happen in the film and would not be interested in watching the film in cinema's. Piracy takes place mostly with big blockbuster films which are very popular world wide, therefore this film 'Ill Manors' would have not been impacted as much as it was screened in particular cinemas in the United Kingdom. Overall I think piracy ruins the whole experience of releasing a new film and the excitement for the audience to see it in cinema's however some audiences are eager to watch it on pirate copies.

Now think of how the institutions behind the film are working across the 3 platforms: Analyse how the platforms interact.

The films institutions work across the three platforms to attract the intended target audience mainly, all three platforms explore different conventions to amuse different target audiences for the film especially the main audience. There are many print media sources such as magazines, reviews, articles etc. Broadcasting media is another way to attract the audience such as television shows/chat shows, radio, etc. The last platform is E-media which allows the audience to explore and stream on the internet for information about the film which is very useful to them such as the making of the film, characters etc. All these platforms attract the audience through the platforms to promote the film and consume a wider audience.